Kano 모델을 이용한 패스트푸드 전문점의 서비스 품질요소 분류 및 만족도 연구

A Study on the Classification and Satisfaction of Service Quality Elements in Fastfood using Kano s Model - Focusing on University Student in Jeonnam -

This Study is for understanding Kano model of the Fastfood service quality and its increasing and decreasing factors with questionnaire in pairs of positive/negative questions of kano model. The survey questionaires are composed to draw 20 questions from five dimension- tangible, reliability, responsiveness, assurance, empathy based on literature review and SERVQUAL(Parasuraman et al., 1988) to mesure to fastfood service quality. A total 289 useful samples were collected and analyzed. The result are follow: first, It was found that 20 items are could be classified into 1 attractive quality element, 3 must-be quality elements, 16 one-dimensional quality elements. The highest score element of customer s satisfaction coefficients was identified as the ‘Employee make strenuous efforts to Customer s special request(0.83), and highest score of dissatisfaction items were ‘Toilet are clean and convenient(0.93) . Second, The lowest score element of customer s satisfaction coefficients was identified Keeping open the exact deadline(0.83) , and lowest score of dissatisfaction items were Building exteriors attractive appearance(0.59) . From the analysis, This Study provides the practical service marketing strategies for fastfood operator.